Disney|ABC Television and Disney Publishing Worldwide announced the seventh annual “Magic of Storytelling” campaign, which aims to donate up to 1 million books to First Book, a nonprofit that provides new free and affordable books to educators and organizations serving children from low-income families. Now through March 31, the campaign aims to inspire families’ imaginations, cultivate a lifelong love of reading in kids, and bring books to underserved communities across the country.

Fans can post a “shelfie,” purchase an eligible Disney book from a participating retailer or enter one of two sweepstakes sponsored by First Book during the campaign period. In each case, Disney will donate a new book to First Book (up to a maximum of 1 million books across all of Disney’s 2019 “Magic of Storytelling” book donation promotions). Celebrities who are participating in the campaign include Ryan Seacrest, Kelly Ripa, Leighton Meester, Sasha Pieterse, Janel Parrish, and many more fan favorites across ABC, Freeform and Disney Channel.

Share a ‘Shelfie’

Disney will donate one book for every “shelfie” – a selfie photo with a favorite book or in front of a bookshelf – posted to Twitter or Instagram using the hashtag #MagicOfStorytelling.

One-for-One Book Donation

Disney will donate one book to First Book for every eligible Disney book purchased at a participating retailer. A full list of eligible Disney books and participating retailers is available at MagicofStorytelling.com.

First Book Sweepstakes

Legal U.S. residents who are 18 years of age or older can enter First Book’s “Magical Adventure Sweepstakes” for a chance to win VIP tickets to the premiere of Disney’s “Dumbo” – director Tim Burton’s upcoming live-action reimagining of the classic story. No purchase is necessary to enter. The contest ends Feb. 22. To learn more or to access the official rules and information, visit MagicofStorytelling.com.

A second First Book sweepstakes will be launched immediately after the close of the “Magical Adventure Sweepstakes” (details to follow). Disney will donate one book for each sweepstakes entry received.

Through a long-standing relationship with First Book, Disney has helped to provide more than 67 million new free and affordable books to educators who serve children in need, and has inspired millions to take action to help bring new books and resources to serve kids across the country.

“We are so proud to have worked with Disney to provide more than 67 million new books to educators who serve children in need through this powerful collaboration,” said Kyle Zimmer, president, co-founder and CEO of First Book. “The impact of this generosity is staggering. Each year, the excitement around the ‘Magic of Storytelling’ campaign grows – inspiring millions of individuals to help us bring critically needed new books and other resources to educators nationwide. ”

First Book provides new, high-quality books to classrooms and programs in low-income communities where the educational resources critical to learning are scarce: 82 percent of the educators they serve report that, without First Book, their children would have few or no books.

Michael Keaton, who stars in Disney’s upcoming film “Dumbo” as a persuasive entrepreneur who hopes to make Dumbo a high-flying star, voices a public service announcement (PSA) that debuted across Disney’s multiple platforms, highlighting the life-changing impact books have on children. View the PSA here.

“Dumbo” premieres March 29.

Throughout the campaign, families and educators are encouraged to celebrate the “Magic of Storytelling” by reading books to children at home or participating in storytime opportunities.

David Ambroz, executive director, corporate citizenship and internal communications, Disney|ABC Television, added, “We’re thrilled that, for the seventh year in a row, we’ve had the support from all of our Disney partners, First Book and educators from all over the country who have celebrated their love of reading and the importance of storytelling. Unique, diverse and authentic storytelling comes first here at Disney, and we’re excited to continue to share that with Disney fans all over the country through this campaign.”

The “Magic of Storytelling" campaign comes to life across Disney|ABC’s extensive network of broadcast and digital platforms, including MagicOfStorytelling.com. Fans can also engage with “Magic of Storytelling” content on Disney’s network of social media channels and digital publishing brands SUCH AS Oh My Disney, Disney Style and Disney Family. Additionally, during the campaign window, ABC-owned stations will direct many of these book donations to schools and programs in their communities to promote and celebrate the joy of reading.